Zacatecas seeks to reposition itself as one of Mexico’s most important cultural destinations and showcase its rich history and wine tourism to international markets. With unique traditions, a broad festival calendar, improved security, and greater air connectivity, the state is preparing to compete strongly in domestic and international tourism.
In an interview with Fortuna, Zacatecas’ Secretary of Tourism, Roy Barragán Ocampo, highlighted the importance of the Morismas de Bracho, which recently obtained the Guinness World Record for the largest historical performance in the world, with the participation of more than 21,500 people. This achievement, he asserted, paves the way for Zacatecas to reposition itself as a cultural destination of international reach.
“The Morismas are a tradition that dates back more than two centuries and belongs to Zacatecan families, and today we want to showcase them to the world as a symbol of culture and faith. Having obtained the Guinness World Record allows us to have a large-scale tourism product that we will present at the International Tourism Fair (Fitur) in Spain,” said Barragán Ocampo.
The official explained that the state government, led by David Monreal Ávila, plans new investments in infrastructure to improve the visitor experience, with stands and stages that facilitate access and comfort for the public.
He emphasized that the magnitude of the Morismas, inspired by medieval reenactments of battles between Moors and Christians, makes them a unique cultural expression in the world.
A diverse cultural agenda
In addition to the Morismas, Zacatecas seeks to strengthen its position as the country’s cultural capital through a broad festival program. The Zacatecas National Fair brings together national and international artists; The International Street Theater Festival, celebrating its 20th anniversary, is unique in Mexico for the scale of its productions; while the Winter Festival transforms the city with Christmas parades and lights. Added to this is the Carrera Panamericana, which in its 75th edition will finish in Zacatecas, consolidating the state as a host of international events.
Barragán Ocampo emphasized that this program seeks to attract different types of tourists, from those interested in theater and music to car enthusiasts and religious traditions. “Zacatecas has a diverse agenda, capable of offering unique experiences throughout the year,” he noted.
Safety and Confidence for Visitors
The head of the Ministry of Tourism affirmed that security is one of the key factors for the state’s tourism recovery. “Today, Zacatecas is among the three safest cities in Mexico. We have gone from being one of the states with the highest crime rates to guaranteeing festivals and events with a clean slate. This generates confidence in our visitors and allows us to speak with certainty of a peaceful destination,” he stated.
The official attributed this change to the daily coordination of the Security Committee and the direct supervision of the governor. According to the secretary, the tranquility on the streets and in the tourist areas has been a decisive factor in Zacatecas welcoming thousands of attendees to each festival.
Tourism Investment and Infrastructure
Zacatecas is also making progress in terms of investment and infrastructure. New hotels are currently being built both in the historic center and on the outskirts, with the goal of increasing accommodation capacity from 3,500 to 4,000 rooms. The Convention Center, with 5,000 square meters, already has attached hotels and seeks to consolidate itself as a strategic point for business and convention tourism.
“After the pandemic, people are looking for compact destinations, where everything is within walking distance. Zacatecas offers that proximity, in addition to modern infrastructure for hosting congresses and conventions,” explained Barragán.
Connectivity and Wine Industry
Another strategic focus has been air connectivity. The state has added direct flights from San Francisco, Los Angeles, San José, Tijuana, Chicago, and Texas, expanding access for travelers, especially from the United States. This connectivity has boosted romance tourism, with Zacatecas consolidating itself as a high-value wedding destination.
“We welcome couples from California, Illinois, Texas, and even cities like Atlanta and Boston who choose Zacatecas to get married. It’s a growing segment that boosts both the tourism sector and local commerce and services,” the secretary noted.
A commitment to wine
Finally, Barragán Ocampo highlighted the importance of wine production as an emerging driver of development. Zacatecas seeks to position itself within the Bajío wine corridor, along with Querétaro, Guanajuato, Aguascalientes, and San Luis Potosí, with the goal of consolidating its position as one of the most recognized regions in Mexico and promoting its wine in international markets.
“We are convinced that the quality of our wine and the cultural richness that accompanies it will establish Zacatecas as a benchmark for wine tourism in the coming years,” the secretary concluded.
Source: revistafortuna
